Simply be like Joe Girard who mastered the art of ‘how to appreciate your prospects and customers’!
If you haven’t heard of him before, due to his success, Joe became The Guinness Book of World Records “World’s Greatest Retail Salesman” not for one but 12 consecutive years. He has written many best-selling books on the subject of sales, one of my favourites being “13 Essential Rules of Selling – How to Be a Top Achiever and Lead a Great Life”.
Oh no not a salesman I hear you say to yourself! Joe wasn’t your average salesman though, which you will very much see if you read this or any other of his books. The one thing that comes across about Joe is the fact that he genuinely cared and appreciated everyone he met through his work which is something many salesman overlook. The principles in his books can, very much, be applied to any industry not just car sales.
The key to his success was that he saw early on in his car sales career the long term benefit of appreciating every one of his contacts and built and maintained relationships with those people over time. Joe would send 13 greeting cards to all his prospects and clients every year. One every month and one for Christmas hand written by himself. By keeping in touch on a regular basis he ensured that when his contacts, or someone they knew, needed to buy a car he was always the first person they thought of. At the end of his selling career he found himself in the position where people would cue at his desk in order to purchase a car, a position many small business owners would love to be in.
How did he do this I hear you ask?
By keeping in touch with people on a regular basis by sending them:
- Thank You notes
- Season’s greetings
- Birthday and anniversary cards
- News and information that would be beneficial to them
- Free goodies
You will find that most, if not all, Relationship Marketing strategies are successful due to consistency over months/years, and what Joe did with his prospects and customers is a prime example as to how keeping in touch can pay dividends for your business. Every business needs this type of strategy in place.
This is what I really enjoy about my business, helping small business owners set-up this type of campaign and hear their reports of the benefits they see to their business when prospects and customers start contacting them instead of it being the other way round.
If you would like any help please get in touch for a free consultation, when I will do all I can to help.